Content marketing faces the constant tension between writing for search engines or crafting it for people. But there is also another challenge that comes from decades of formal marketing education and training.
Many people, myself included, believe in the power of a strong brand. Brand positioning has influenced buying decisions for years and a company with a strong sense of their own brand and a commitment to authentically walking out that brand is at an advantage over their competitors.
Because of their small size, SME's (small to medium size enterprises) have little regard for professional marketing. They draw their inspiration from the leaders in their categories.
Depending on the industry and nature of your business, your target market can be categorized very narrowly toward a specific type of individual or generally as a wide scope of the general population.
The great thing about having a small business these days is that you can explore plenty of avenues to give your business a competitive edge and compete with the big players in your business domain.
When are you most productive during the day? Are you a morning person or a night owl? Do you spring right our of bed without hitting the snooze button once? Or do you require 2+ cups of coffee to break out of your zombie-like stupor (like me)?
Content marketing. It seems like everyone's talking about it. But what exactly is it and what can it do for your business? Odds are, if you're doing any marketing at all, you're at least accidentally dabbling in content marketing.
If you have a world-class brand, are you showing world-class quality at every turn? Is your brand involved in on-going training? It's not just about customer service and brand awareness. It's not that everyone knows your brand, it's what their perception of your brand is.
Many companies find that their marketing message gets "lost in translation" during international ad campaigns. Whatever the result, there is a seemingly endless list of companies who have committed serious marketing fails over the past few decades.
The only industry changing more quickly than PR is the media, and the two are inextricably intertwined. Beyond the mechanics of how we communicate with audiences, the heart of good PR has been, and will be the same.